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October 2017 (Revised July 2018)
Case

Data Science at Target

By: Srikant M. Datar and Caitlin N. Bowler

Paritosh Desai joined Target.com in 2013 as VP of Business Intelligence, Analytics & Testing to explore how the retailer could use its relatively small but thriving e-commerce arm to drive sales and win customers. The case explores the technological and organizational... View Details

Keywords: Data Science; Analytics and Data Science; Organizational Change and Adaptation; Competitive Strategy; Problems and Challenges; Innovation Leadership

March 2020
Article

Diagnosing Missing Always at Random in Multivariate Data

By: Iavor I. Bojinov, Natesh S. Pillai and Donald B. Rubin

Models for analyzing multivariate data sets with missing values require strong, often assessable, assumptions. The most common of these is that the mechanism that created the missing data is ignorable—a twofold assumption dependent on the mode of inference. The first... View Details

Keywords: Missing Data; Diagnostic Tools; Sensitivity Analysis; Hypothesis Testing; Missing At Random; Row Exchangeability; Analytics and Data Science; Mathematical Methods

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2020
Working Paper

Digital Experimentation and Startup Performance: Evidence from A/B Testing

By: Rembrand Koning, Sharique Hasan and Aaron Chatterji

Recent work argues that experimentation is the appropriate framework for entrepreneurial strategy. We investigate this proposition by exploiting the time-varying adoption of A/B testing technology, which has drastically reduced the cost of experimentally testing... View Details

Keywords: Experimentation; A/B Testing; Data-driven Decision-making; Entrepreneurship; Strategy; Business Startups; Information Technology; Performance

September 2022
Article

Experimentation and Start-up Performance: Evidence from A/B Testing

By: Rembrand Koning, Sharique Hasan and Aaron Chatterji

Recent scholarship has argued that experimentation should be the organizing principle for entrepreneurial strategy. Experimentation leads to organizational learning, which drives improvements in firm performance. We investigate this proposition by exploiting the... View Details

Keywords: Experimentation; A/B Testing; Data-driven Decision-making; Organizational Learning; Entrepreneurship; Strategy; Business Startups; Learning; Performance; Decision Making

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March 1987
Article

Using Survey Data to Test Standard Propositions Regarding Exchange Rate Expectations

By: J. Frankel and K. A. Froot

Keywords: Currencies; Exchange Rates; Asset Pricing; International Macroeconomics; Monetary Policy; Currency Controls; Fixed Exchange Rates; Floating Exchange Rates; Currency Bands; Currency Zones; Currency Areas; Rational Expectations; Analytics and Data Science; Finance

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Article

The Impact of Penalties for Wrong Answers on the Gender Gap in Test Scores

By: Katherine B. Coffman and David Klinowski

Multiple-choice exams play a critical role in university admissions across the world. A key question is whether imposing penalties for wrong answers on these exams deters guessing from women more than men, disadvantaging female test-takers. We consider data from a... View Details

Keywords: Behavioral Economics; Standardized Testing; Gender; Higher Education; Prejudice and Bias

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February 2021 (Revised June 2021)
Case

Bairong and the Promise of Big Data

By: Lauren Cohen, Xiaoyan Zhang and Spencer C.N. Hagist

Bairong CEO Felix Zhang, in launching his credit scoring start-up that incorporates 74,000 variables per individual, found strong initial success. However, the shifting regulatory environment, growing breadth of competitors, difficulties in retaining top talent, and... View Details

Keywords: Fintech; Big Data; Artificial Intelligence; Credit Scoring; Finance; Credit; Business Startups; AI and Machine Learning; Analytics and Data Science; China

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

January 2019 (Revised February 2024)
Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli

Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details

January 2002 (Revised April 2002)
Case

Space Data Corporation

By: Alan D. MacCormack and Jay Wynn

Space Data Corp. plans to partner with the U.S. National Weather Service to place transceivers on weather balloons and thereby create a national mobile communications network. The company is in the late development stages and is planning to launch a regional test that... View Details

Keywords: Wireless Technology; Business Startups; Business Processes; Adaptation; Partners and Partnerships; Opportunities; Telecommunications Industry; Public Administration Industry; United States

11 Jan 2021
Research & Ideas

Is A/B Testing Effective? Evidence from 35,000 Startups

Koning. Isolating the effects of A/B testing Using data available publicly through the website BuiltWith, the researchers identified companies that were up to eight years old that had installed A/B View Details

Keywords: by Kristen Senz

Research Summary

Overcoming Large-N, Small-T Issues in Asset Pricing Tests

The large-N, small-T (i.e. large cross-section, short time series) nature of our asset data presents serious estimation problems for empirical asset pricing. In response, the literature tests asset pricing models against 10-25 test assets or portfolios. A... View Details

March 8, 2016
Article

Cognitive Fatigue Influences Students' Performance on Standardized Tests

By: Hans Henrik Sievertsen, F. Gino and Marco Piovesan

Using test data for all children attending Danish public schools between school years 2009–2010 and 2012–2013, we examine how the time of the test affects performance. Test time is determined by the weekly class schedule and computer availability at the school. We find... View Details

Keywords: Time Management; Education; Performance Evaluation; Education Industry; Denmark

March 30, 2020
Article

Why Is the U.S. Behind on Coronavirus Testing?

By: Stefan Thomke

Coronavirus testing is needed to address the uncertainty in making decisions about patient treatment, resource allocation, policy, and so much more. Answers to questions such as “When should we relax social distancing measures—and for whom?” or “How many ventilators... View Details

Keywords: Testing; Coronavirus; Culture; Trump; Data; Experiments; Health Pandemics; Health Testing and Trials; Government and Politics; United States

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2013
Working Paper

Testing Coleman's Social-Norm Enforcement Mechanism: Evidence from Wikipedia

By: Mikolaj J. Piskorski and Andreea Gorbatai

Since Durkheim, sociologists have believed that dense network structures lead to fewer norm violations. Coleman (1990) proposed one mechanism generating this relationship and argued that dense networks provide an opportunity structure to reward those who punish norm... View Details

Keywords: Governance Compliance; Governance Controls; Governing Rules, Regulations, and Reforms; Information Publishing; Social and Collaborative Networks; Social Issues; Societal Protocols

June 2023
Article

National Customer Orientation: An Empirical Test across 112 Countries

By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé

Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details

Keywords: Global Range; Customer Focus and Relationships

05 Jul 2006
Working Paper Summaries

Empirical Tests of Information Aggregation

Keywords: by Pai-Ling Yin; Technology; Web Services

October 2009
Journal Article

Testing the Commitment Hypothesis in Contractual Settings: Evidence from Soccer

By: Oriol Carbonell and Diego A. Comin

This paper designs and implements an empirical test to discern whether the parties to a contract are able to commit not to renegotiate their agreement. We study optimal contracts with and without commitment and derive an exclusion restriction that is useful to identify... View Details

Keywords: Contracts; Agreements and Arrangements; Research; Sports Industry; Spain

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September 2020 (Revised July 2022)
Exercise

Artea (B): Including Customer-Level Demographic Data

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

Keywords: Targeting; Algorithmic Bias; Race; Gender; Marketing; Diversity; Customer Relationship Management; Demographics; Prejudice and Bias; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

June 23, 2021
Article

Research: When A/B Testing Doesn't Tell You the Whole Story

By: Eva Ascarza

When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details

Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research

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